Abstract
With increasing consumer interest in health and nutrition, food and drinks that are "medicinal" in some way are well placed to benefit from this trend. Daily dose products meet this consumer need plus they help to boost consumption frequency and brand loyalty to the benefit of manufacturers and retailers. Whilst the market has become more concentrated in the top three functions (digestive health, energy and weight management) there are other growing opportunities (for example in beauty products) and some exciting emerging niches (such as in mental functioning and eye health). Opportunities in Nutritional and Functional Daily Dosing is a new management report published by Business Insights that analyzes more than 1,700 daily dose products launched around the world between 2004 and 2007. Over that time new products have become more specific in their functioning and targeted in their positioning. Gain up-to-date competitive intelligence across the daily dose market and understand the major issues affecting food and drinks with this new report...
Table of Contents
Executive Summary
- Market drivers and issues
- Innovation and NPD
- Future functional trends
- Future marketing trends
Chapter 1 Introduction
- Research methodology
- The daily dosing market defined
- Traditional and contemporary daily dosing
- Report structure
Chapter 2 Market drivers and issues
- Summary
- Introduction
- Changing attitudes towards health
- Health concerns
- Healthy behaviors
- Conclusions
- Prevalence of specific health conditions
- Cardiovascular disorders
- Dyslipidemia
- Hypertension
- Overweight and obesity
- Digestive disorders
- Bone health
- Conclusions
Chapter 3 Innovation and NPD
- Summary
- Introduction
- Nutritional versus functional products
- Regional analysis
- Category analysis
- Non-traditional product categories
- Developments in tea, coffee and cocoa
- Developments in bakery and confectionery
- Developments in savory foods
- Conclusions
- Product feature analysis
- Product tag analysis
- Flavor analysis
- Packaging analysis
- Functional daily dosing products
- Company analysis
- Function analysis
- Case study: Taisho Pharmaceutical
- Demographic target group analysis
- Conclusions
Chapter 4 Future functional trends
- Summary
- Introduction
- Digestive health
- Intestinal health
- Emerging markets
- Ingredient branding
- Product line extensions
- Health extensions
- Improving liver function
- Controlling blood sugar
- Conclusions
- Energy
- Emerging markets
- Recovery drinks
- Conclusions
- Weight management
- Fat burners
- Fat and carb blockers
- Appetite suppressants and satiety promoters
- Conclusions
- Cardiovascular health
- Reducing cholesterol
- Reducing hypertension
- Improving circulation
- Conclusions
- Beauty
- Conclusions
- Oral health
- Conclusions
- The immune system
- Boosting immunity
- Anti-allergenic products
- Blood system functions
- Conclusions
- Bone, joint and muscle health
- Bone health
- Joint health
- Muscle health
- Conclusions
- Emerging functions
- Central nervous system
- Brain boosting products
- Relaxing products
- Stress alleviation products
- Respiratory system
- Eye health
- Conclusions
Chapter 5 Future marketing trends
- Summary
- Introduction
- Targeting demographic groups
- Age groups and function
- Children
- Young adults
- Mid-lifers
- Seniors
- The agelessness counter trend
- Conclusions
- Genders and function
- Men
- Women
- Conclusions
- Using new ingredients
- Conclusions
- Tailoring packaging to occasions
- Compact packaging
- Multipacks
- Conclusions
- Developing marketing communications
- Naming the brand
- Promoting daily usage
- Broadening usage occasions
- Developing cross-promotions
- Conclusions
- Index
List of Figures
- Figure 1.1: Yakult - the traditional functional daily dosing product
- Figure 1.2: New Yakult products
- Figure 2.3: Prevalence (%) of various health conditions, Europe & US, 2005-06
- Figure 3.4: Share of all daily dosing product launches, by region, 2004-07
- Figure 3.5: Share of all daily dosing product launches by category, 2004-07
- Figure 3.6: New soup products
- Figure 3.7: New tea, coffee and cocoa products
- Figure 3.8: New bread and breakfast cereals products
- Figure 3.9: New cookie products
- Figure 3.10: New confectionery products
- Figure 3.11: New dairy foods
- Figure 3.12: New rice, noodle and sauce products
- Figure 3.13: New cooking ingredient products
- Figure 3.14: Coca-Cola daily dose products
- Figure 3.15: Recaldent from Cadbury
- Figure 3.16: Share of targeted daily dosing product launches by type of function, 2004-2007
- Figure 3.17: New Taisho Pharmaceutical products
- Figure 4.18: Ukrainian intestinal health milk
- Figure 4.19: Yoplait with Optibalance intestinal health yogurt
- Figure 4.20: Types of intestinal health drink
- Figure 4.21: Health extensions in intestinal health products
- Figure 4.22: Drinks to improve liver function
- Figure 4.23: Products to control blood sugar
- Figure 4.24: Notable new energy drinks
- Figure 4.25: Energy drinks in emerging markets
- Figure 4.26: Recovery drinks from SSP
- Figure 4.27: Weight management drinks with carnitine
- Figure 4.28: Weight management product with citrus aurantium
- Figure 4.29: Weight management drinks with green tea catechins
- Figure 4.30: Weight management drink with pantothenic acid
- Figure 4.31: Weight management products with fat blockers
- Figure 4.32: Weight management products with carb blockers
- Figure 4.33: Weight management products with glucomannan
- Figure 4.34: Weight management product promoting satiety
- Figure 4.35: Cholesterol reducing dairy foods with plant sterols
- Figure 4.36: Cholesterol reducing dairy drinks with plant sterols
- Figure 4.37: Cholesterol reducing drinks with amino acids and chitosan
- Figure 4.38: Hypertension reducing drinks
- Figure 4.39: Circulation improving products
- Figure 4.40: Beauty products with collagen peptide
- Figure 4.41: Beauty products with hyaluronic acid
- Figure 4.42: Beauty products with zinc and royal jelly
- Figure 4.43: Beauty products with CoQ10
- Figure 4.44: Danone Essensis
- Figure 4.45: Oral health confectionery
- Figure 4.46: Ezaki Glico oral health confectionery
- Figure 4.47: Immunity boosting products
- Figure 4.48: Anti-allergenic products
- Figure 4.49: Anti-inflammatory and anemia controlling products
- Figure 4.50: Bone health milks
- Figure 4.51: Joint health products
- Figure 4.52: Muscle health drink
- Figure 4.53: Brain function drinks
- Figure 4.54: Relaxation products
- Figure 4.55: Stress reducing products
- Figure 4.56: Respiratory system product
- Figure 4.57: Eye health product
- Figure 5.58: Daily dose products for children
- Figure 5.59: Daily dose products for young adults
- Figure 5.60: Daily dose products for mid-lifers
- Figure 5.61: Daily dose products for seniors
- Figure 5.62: Products marketed as ageless
- Figure 5.63: Daily dose products for men
- Figure 5.64: Daily dose products for women
- Figure 5.65: Fruit to Spoon
- Figure 5.66: General health vegetable drink
- Figure 5.67: Takara Bio general health drinks with plant extracts
- Figure 5.68: General health drinks with soy derivatives
- Figure 5.69: General health drinks with fluoride, vinegar and LGG
- Figure 5.70: Compact energy drink
- Figure 5.71: Compact confectionery
- Figure 5.72: Water in easy-to-carry bottles
- Figure 5.73: Products packaged for different occasions
- Figure 5.74: Yogurt drink in a weekly supply
- Figure 5.75: Products whose names encourage daily consumption
- Figure 5.76: Products promoting daily usage
- Figure 5.77: Products that encourage morning consumption
- Figure 5.78: Products that highlight their use on a range of occasions
- Figure 5.79: Lipovitan energy drinks
- Figure 5.80: Products with cross-promotional potential
List of Tables
- Table 1.1: The changing daily dosing market
- Table 2.2: Sales of OTC medicines, Europe & US, ($m), 2006-2010
- Table 2.3: Sales of nutritional supplements, Europe, US & Japan, ($m), 2002-2006
- Table 2.4: Sales of functional dairy products, Europe & US, ($m), 2001-2011
- Table 2.5: Sales of soft drinks with medicinal or physiological properties, Europe, US & Japan, ($m), 2006-2011
- Table 2.6: Prevalence of dyslipidemia, Europe, US & Japan, 2006-2012
- Table 2.7: Prevalence of hypertension, Europe, US & Japan, 2006-2012
- Table 2.8: Prevalence (%) of adult overweight and obesity, Europe & US
- Table 2.9: Prevalence (#) of overweight and obesity, Europe & US, 2005
- Table 2.10: Prevalence of overweight by age, Europe & US, 2005
- Table 2.11: Prevalence of obesity by age, Europe & US, 2005
- Table 2.12: Prevalence of irritable bowel syndrome, Europe, US & Japan, 2005-2010
- Table 2.13: Prevalence of osteoporosis in the over 50s
- Table 3.14: Share of daily dosing product launches by type and region, 2004-07
- Table 3.15: Share of all daily dosing product launches by category (nutritional vs. functional), 2004-07
- Table 3.16: Share of all daily dosing product launches, by product tag, 2005-2007
- Table 3.17: Share of all daily dosing product launches, by flavor, 2005-2007
- Table 3.18: Share of all daily dosing product launches by packaging type, 2005-07
- Table 3.19: Ranking of global companies in descending order of new functional daily dosing product launches, 2004-07
- Table 3.20: Ranking of non-Japanese companies in descending order of new functional daily dosing product launches, 2004-07
- Table 3.21: Share of targeted daily dosing product launches by number of functions, 2004-2007
- Table 3.22: Share of functional daily dosing product launches by whether demographically targeted, 2004-2007
- Table 3.23: Share of targeted daily dosing product launches by age, 2004-2007
- Table 3.24: Share of targeted daily dosing product launches by gender, 2004-2007
- Table 4.25: The possible future evolution of functional daily dosing products
- Table 5.26: Daily dosing products targeted at different age groups by function
